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      The influence of algorithms on political and dating decisions

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      PLoS ONE
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          Abstract

          Artificial intelligence algorithms are ubiquitous in daily life, and this is motivating the development of some institutional initiatives to ensure trustworthiness in Artificial Intelligence (AI). However, there is not enough research on how these algorithms can influence people’s decisions and attitudes. The present research examines whether algorithms can persuade people, explicitly or covertly, on whom to vote and date, or whether, by contrast, people would reject their influence in an attempt to confirm their personal freedom and independence. In four experiments, we found that persuasion was possible and that different styles of persuasion (e.g., explicit, covert) were more effective depending on the decision context (e.g., political and dating). We conclude that it is important to educate people against trusting and following the advice of algorithms blindly. A discussion on who owns and can use the data that makes these algorithms work efficiently is also necessary.

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          Most cited references56

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          Experimental evidence of massive-scale emotional contagion through social networks.

          Emotional states can be transferred to others via emotional contagion, leading people to experience the same emotions without their awareness. Emotional contagion is well established in laboratory experiments, with people transferring positive and negative emotions to others. Data from a large real-world social network, collected over a 20-y period suggests that longer-lasting moods (e.g., depression, happiness) can be transferred through networks [Fowler JH, Christakis NA (2008) BMJ 337:a2338], although the results are controversial. In an experiment with people who use Facebook, we test whether emotional contagion occurs outside of in-person interaction between individuals by reducing the amount of emotional content in the News Feed. When positive expressions were reduced, people produced fewer positive posts and more negative posts; when negative expressions were reduced, the opposite pattern occurred. These results indicate that emotions expressed by others on Facebook influence our own emotions, constituting experimental evidence for massive-scale contagion via social networks. This work also suggests that, in contrast to prevailing assumptions, in-person interaction and nonverbal cues are not strictly necessary for emotional contagion, and that the observation of others' positive experiences constitutes a positive experience for people.
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            A 61-million-person experiment in social influence and political mobilization.

            Human behaviour is thought to spread through face-to-face social networks, but it is difficult to identify social influence effects in observational studies, and it is unknown whether online social networks operate in the same way. Here we report results from a randomized controlled trial of political mobilization messages delivered to 61 million Facebook users during the 2010 US congressional elections. The results show that the messages directly influenced political self-expression, information seeking and real-world voting behaviour of millions of people. Furthermore, the messages not only influenced the users who received them but also the users' friends, and friends of friends. The effect of social transmission on real-world voting was greater than the direct effect of the messages themselves, and nearly all the transmission occurred between 'close friends' who were more likely to have a face-to-face relationship. These results suggest that strong ties are instrumental for spreading both online and real-world behaviour in human social networks.
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              ATTITUDINAL EFFECTS OF MERE EXPOSURE.

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                Author and article information

                Contributors
                Role: ConceptualizationRole: Data curationRole: InvestigationRole: MethodologyRole: SoftwareRole: VisualizationRole: Writing – original draftRole: Writing – review & editing
                Role: ConceptualizationRole: Funding acquisitionRole: MethodologyRole: SupervisionRole: VisualizationRole: Writing – original draftRole: Writing – review & editing
                Role: Editor
                Journal
                PLoS One
                PLoS One
                plos
                plosone
                PLoS ONE
                Public Library of Science (San Francisco, CA USA )
                1932-6203
                21 April 2021
                2021
                : 16
                : 4
                : e0249454
                Affiliations
                [001]Universidad de Deusto, Bilbao, Spain
                West Pomeranian University of Technology, POLAND
                Author notes

                Competing Interests: The authors have declared that no competing interests exist.

                Author information
                https://orcid.org/0000-0002-5992-6743
                https://orcid.org/0000-0001-7221-1366
                Article
                PONE-D-20-14188
                10.1371/journal.pone.0249454
                8059858
                33882073
                2a407d1b-fcfe-48a0-ad1b-a6065ed1f718
                © 2021 Agudo, Matute

                This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

                History
                : 13 May 2020
                : 18 March 2021
                Page count
                Figures: 3, Tables: 2, Pages: 17
                Funding
                Funded by: funder-id http://dx.doi.org/10.13039/501100011033, Agencia Estatal de Investigación;
                Award ID: PSI2016-78818-R
                Award Recipient :
                Funded by: funder-id http://dx.doi.org/10.13039/501100003086, Eusko Jaurlaritza;
                Award ID: IT955-16
                Award Recipient :
                Support for this research was provided by Grant PSI2016-78818-R from Agencia Estatal de Investigación of the Spanish Government, and Grant IT955-16 from the Basque Government, both awarded to HM. The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript.
                Categories
                Research Article
                Computer and Information Sciences
                Artificial Intelligence
                Biology and Life Sciences
                Psychology
                Personality
                Social Sciences
                Psychology
                Personality
                Research and Analysis Methods
                Research Design
                Experimental Design
                Social Sciences
                Sociology
                Communications
                Social Communication
                Social Media
                Facebook
                Computer and Information Sciences
                Network Analysis
                Social Networks
                Social Media
                Facebook
                Social Sciences
                Sociology
                Social Networks
                Social Media
                Facebook
                Social Sciences
                Political Science
                Elections
                Biology and Life Sciences
                Psychology
                Psychological Attitudes
                Social Sciences
                Psychology
                Psychological Attitudes
                Computer and Information Sciences
                Computer Networks
                Internet
                Computer and Information Sciences
                Computer Applications
                Custom metadata
                All data files are available from the Open Science Framework database, https://osf.io/qujza/ (DOI 10.17605/OSF.IO/QUJZA).

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